Adidas faces boycott calls over campaign featuring former Israeli soldier

“Adidas has sparked controversy after featuring former Israeli soldier Shalev Biton in a campaign for its single‑shoe service for amputees. The ad, shown in Israeli stores and on social media, has drawn criticism from pro‑Palestinian activists who argue it glorifies a soldier from a state accused of genocide and apartheid. The backlash has led to calls for a boycott, with activists warning that normalizing Israel’s actions could undermine the company’s global reputation. Expert Analysis: The incident underscores the growing influence of social‑media‑driven activism on multinational brands. For U.S. consumers, heightened scrutiny could translate into shifting purchasing patterns, especially among younger, socially conscious shoppers, potentially impacting Adidas’ market share and prompting the company to reassess its marketing strategies in politically sensitive regions.”